EVERY autumn, as the night sky of India bursts into
a spectacle of lights, that same radiance crosses
oceans and illuminates homes, campuses, and city
squares across the United States. For over four mil
lion Indian Americans, Diwali, the festival of lights,
has become more than a religious or cultural event;
it’s a living bridge between heritage and homeland.
From local community halls in New Jersey to the
bright stages of Times Square and Disneyland, the
celebrations capture both the intimacy of tradition
and the vibrancy of multicultural America.
Diwali in US: Communities keeping flame alive
Across the United States, Indian American commu
nities recreate the festival’s warmth with a distinct
blend of devotion and diversity. Temples, commu
nity centers, and cultural associations—from Cali
fornia’s Bay Area to Edison in New Jersey—become
the heart of Diwali festivities.
Families decorate their homes with diyas and ran
golis, offer prayers to Goddess Lakshmi, and share
elaborate feasts that combine homemade sweets
with new-age fusion dishes.
Unlike in India, where fireworks light up entire
neighborhoods, many American celebrations focus
on collective gatherings. Student associations on uni
versity campuses host cultural nights featuring Bolly
wood dance, Indian snacks, and storytelling for non-
Indian peers. These moments build bridges of under
standing, turning Diwali into a festival of inclusion.
In New York, Diwali on Times Square is a specta
cle unto itself, with thousands gathering to watch
cultural performances, fashion parades, and laser
light shows. Across the country, Disneyland Califor
nia joins the glow with its themed Diwali celebra
tion, blending Indian music, dance, and storytelling
with Disney’s global charm.
Even the White House has marked Diwali through
special receptions, symbolizing the recognition of In
dian culture at the highest levels of American leader
ship. These celebrations not only strengthen diaspora
bonds but also introduce millions of Americans to
Indian traditions, making Diwali one of the few ethnic
festivals now embraced by mainstream America.
Imports from India: The economic glow behind
the festival
Behind the sparkle of Diwali lies an economic con
nection that underscores India’s growing influence
in American life. Trade between India and the Unit
ed States now exceeds $80 billion annually, with a
noticeable spike in festival-related imports during
the Diwali season.
Traditional Indian fashion, jewelry, and festive
décor dominate the import list. Ethnic apparel—
from embroidered sarees and elegant kurtas to
handwoven dupattas—arrive in the US through bou
tique stores and online platforms catering to the di
aspora. Jewelry and precious stones form another
glittering link; Indian craftsmanship in gold and dia
mond ornaments drives billions in trade, much of it
timed around festive demand.
Indian spices and packaged foods are another es
sential part of the celebration. The aroma of carda
mom, saffron, and ghee fills Indian American kitch
ens, while mithai boxes and snacks line the shelves
of Indian grocery stores. Imports of basmati rice,
lentils, and ready-to-eat festival foods rise sharply in
October and November, reflecting how traditions
drive transnational consumption.
Handicrafts and home décor—ranging from ter
racotta diyas and brass lamps to eco-friendly can
dles and wall hangings—complete the festive im
ports, giving American homes a touch of India’s art
istry. The growing popularity of Ayurveda and well
ness products also plays into Diwali gifting trends,
symbolizing harmony between traditional Indian
healing and modern wellness culture.
What began as nostalgic purchases for the dias
pora has evolved into a mainstream retail wave, with
major American brands now offering “Diwali collec
tions.” From Macy’s to Michael Kors, fashion houses
and retailers recognize the purchasing power and
cultural influence of Indian Americans during the
festive season.
Glam and celebrations: Diwali’s star power in US
The festival’s growing visibility owes much to Indian
American influencers, entrepreneurs, and public
figures who use their platforms to showcase tradi
tion through modern, global lenses. Across Insta
gram, YouTube, and TikTok, Diwali has become a
story told through fashion, food, décor, and commu
nity spirit—making the festival as much about cre
ativity and connection as it is about devotion.
Among the most influential voices is Radhi Dev
lukia-Shetty, a wellness entrepreneur and author
who has over two million Instagram followers and
more than half a million YouTube subscribers. Based
in Los Angeles, she shares immersive Diwali content
that captures both nostalgia and mindfulness, from
lighting diyas and designing flower rangolis to pre
paring plant-based festive meals.
In one of her 2024 posts, she reflected on how Di
wali “transports you back to where you come from,”
bridging her Gujarati roots with her American life
style. Her collaboration with brands such as Our
Place for a Diwali-themed collection exemplifies
how cultural storytelling and modern aesthetics can
coexist beautifully, inspiring younger generations to
celebrate with authenticity.
Meanwhile, global entertainer and content cre
ator Lilly Singh brings Hollywood glamour to Diwali.
Known for her viral YouTube sketches and outspo
ken advocacy for South Asian representation, Singh
hosts some of Los Angeles’s most high-profile Diwali
parties. Her 2024 event, dubbed “Cirque du Diwali,”
featured aerialists, acrobats, and a guest list packed
with actors, musicians, and influencers from diverse
backgrounds. Speaking about her motivation, Singh
said she wanted to “make our culture visible in
spaces where it rarely was before.” Her celebrations
represent a new kind of cultural diplomacy—where
Indian heritage shines under the same spotlight as
mainstream Western entertainment, inviting appre
ciation rather than explanation.
Celebrity chef and TV personality Maneet Chau
han, based in Nashville, adds a deliciously personal
dimension to the Diwali narrative. For Chauhan,
food becomes the bridge between assimilation and
pride. “When I first got here, it was important for me
to assimilate… Now, it’s a badge of honor—these are
my traditions,” she shared in an interview.
Each year, she hosts a Diwali dinner that blends
Indian classics with Southern flavors, inviting friends
from across cultures to join. Her feasts—filled with
chaat, sweets, and vibrant décor—demonstrate how
Indian hospitality and American openness can
merge to create celebrations that feel both rooted
and refreshed.
Other Indian American creators, such as lifestyle
blogger Deepica Mutyala, founder of the inclusive
beauty brand Live Tinted, and digital creator Nabela
Noor, have also brought Diwali into mainstream
digital spaces through their vibrant posts. They share
festive makeup tutorials, home décor ideas, and sto
ries of family traditions, ensuring that the festival is
both seen and understood. Their social media feeds,
filled with marigolds, candles, and laughter, resonate
with young diaspora audiences eager to celebrate
their identity without compromise.
The digital impact of these influencers is not only
cultural but also commercial. According to Qoruz’s
2024 report, Diwali influencer marketing campaigns
achieved an impressive 11× return on investment,
with brand partnerships increasing by over 21 per
cent year-over-year.
Fashion, home décor, and beauty brands now ac
tively collaborate with South Asian creators during
the festival season, recognizing their ability to drive
engagement and shape consumer behavior. Data al
so shows that micro-influencers—those with smaller
but more loyal audiences, play a crucial role, influ
encing nearly 40 per cent of Diwali-related purchas
es in 2024.
These trends reveal how Diwali has evolved into
both a cultural and economic phenomenon, with
digital storytelling at its heart.
Together, these influencers have helped redefine
what Diwali looks like in America. They make the
festival accessible to global audiences while cele
brating its authenticity. Whether it’s through Radhi’s
mindful rituals, Lilly’s star-studded soirées, or Ma
neet’s heartfelt dinner tables, each story adds a spark
to the collective glow.
In their hands, Diwali becomes more than just a
festival—it becomes a shared celebration of identity,
artistry, and belonging that lights up not only homes
but also timelines, hearts, and the very idea of what
it means to be Indian in America.
A festival that transcends borders
For Indian Americans, Diwali is more than a festi
val—it’s a reaffirmation of identity, belonging, and
hope. It unites families separated by continents,
bridges cultures through shared light, and turns nos
talgia into a global celebration.
The diyas that flicker in a California apartment or
a New Jersey backyard echo the same flame that
lights millions of homes in India, symbolizing tri
umph, renewal, and joy. As America continues to
embrace Diwali with open arms, the festival stands
as a luminous reminder that traditions can travel,
evolve, and thrive—illuminating not just homes but
hearts across the world.
Culture
www.indiaweekly.biz • October 2025
22
Diwali bridges two worlds
FROM TIMES SQUARE TO DISNEYLAND, INDIAN AMERICANS CELEBRATE WITH PRIDE
UNITED LIGHTS: Guests
attend the annual All
That Glitters Diwali Ball
2024 in New York City